The British Toy & Hobby Association (BTHA)
The BTHA represents the interests of British toy manufacturers to raise standards of practice in the industry. Today it has almost 150 members ranging from international toy giants to small family-run businesses accounting for approximately 80% of the UK toy market
CHALLENGES: The BTHA wanted to understand the importance of toy safety issues within consumer purchasing decisions when choosing where to purchase toys.
OUR SOLUTIONS: An integrated research approach utilising qualitative depth interviews and digitally enabled quantitative evaluation
SUMMARY: The Kids Insights successfully delivered the insight necessary for BTHA to develop a deeper/ more comprehensive understanding of current safety issues within different purchasing channels
“The British Toy and Hobby Association wanted to understand the importance of toy safety issues within consumer purchasing decisions when choosing where to purchase toys. Kids Insights’ people were a fantastic choice for helping us to understand the motivation of parents. They were so helpful from the beginning of the project, getting under the skin of the issues we wanted to understand and formulating the questions and methodology for the best outcome. The result gave us useful awareness of issues impacting the toy business that could be used by both the association and wider membership.”
(Natasha Crookes: Director of Public Affairs and Communications BTHA)